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The Say Communications Award for Excellence in Communication Through Creative Execution

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Breaking Depression – A Story of 40 Million Broken Pieces

by Publicis Health for Janssen EMEA

Summary of work

Breaking Depression – A Story of 40 Million Broken Pieces

Breaking Depressionis a European awareness campaign created by Janssen EMEA and Publicis Health to enable the public, with support from HCPs, to better understand and help those with Major Depressive Disorder (MDD).

With no innovation in 30 years, MDD is poorly recognised and understood. Though most people want to help, few feel comfortable broaching the subject due to the associated stigma. By encouraging more conversations, could we help more people feel able to speak up? To cut through, we needed a novel metaphor.

The concept of feeling ‘broken’ is symbolic of MDD and a multidiscipline agency team leveraged the insight behind the ancient Japanese art of kintsugi to create Breaking Depression. Translating as ‘golden joinery’, it involves repairing broken objects with gold lacquer, treating breakage and repair as part of an object’s history, not something to be concealed. Analogous to managing MDD, it respects the cracks, while recognising that the repair is complex and takes time.

We created a high-impact, creative campaign to maximise reach and engagement via social, digital, face-to-face and out-of-home touch points in partnership with HCPs, PAGs and artists to help tell our story, raise awareness and improve understanding.

Judges' comments

Just a beautiful, articulate, thought provoking campaign that absolutely highlights the impact depression can have on someone. A clear winner from Public Health and Janssen – well done!


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Category Sponsors

Jon Pike, Mearns & Pike - Communiqué 2020 winner

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

Contact information:

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